Understanding Media: the most important book ever written on communication. Ignore its message at your peril. 'He belongs to that small group of radical dreamers and thinkers who are trying to realize and explore the altered conditions of modern existence ... When the growth of post-Einsteinian mythologies is recorded, McLuhan's work will have its distinct place. He stands at the frontier.' - George Steiner, The Times Literary Supplement'Understanding Media is still the essential read on how the medium is, more and more, the message itself.' - Nicholas Lemann, Sunday Herald'McLuhan sings of the furthest reaches of electronic culture, when computer technology has replaced language with instant nonverbal communication.' - Wired